a Color Story

The many seasons of retail change quickly and one of my faves is spring. It’s fresh, hopeful with new beginnings and provides the perfect stage to get creative with a little fun. Here’s a recent project we worked on that evokes the colors of spring.

The Project:

Showcase the latest spring fashion influenced by nature’s palette.

The Design Approach:

We sketched out 3 high level concepts, presented to the editorial team and walked away with Color Your World. The initial task was to storyboard the model shots in each color scene and find the perfect connecting nature element for each. Model poses were key in capturing the energy and fun aesthetic of the scene. Coordination with the photo studio got us the exact shots we wanted.

The Elements:

There’s a fine balance and finesse needed to create perfect harmony with several elements. Too many details, and the story is cluttered with lost focus. Too little, and the point may not be fully made. The few elements brought in were done in the most simplistic way to elevate the sophistication and style. The door draws our virtual street scene and the opening to the new season. The flower pots, butterfly and feather detail with exaggerated shadows tied in a light-humored nature connection that also compliments the product.

The Color Your World lockup was crafted to speak to the overarching campaign. Each of the 4 individual color stories were then tagged with their color trend making each color story solid on its own and united as a whole across channels.